Placer.ai Webinar Recording May 29, 2024

Wonderful. Thank you all so much for your patience. Hello and welcome. I'm Elsie Bros with the Travel and Tourism Research Association. TTRA unites the best and brightest in the travel and tourism industry. We are preparing for our TTRA International Annual Conference this June in Burlington, Vermont. If you would like to register or want to learn more, please visit ttra.com and select the news and events tab. Welcome to today's webinar, Reach Your Audience at Home and While They're on the Go, presented by our TTRA partner Placer AI. In this webinar, you'll discover new techniques to reach your visitors while they're out doing what they like to do. Simultaneously, learn to leverage the top qualities visitors associate with your destination to know and rank your trade area. Discover your competitive visit share and build a geo-targeted advertising program. Friendly reminder that we are using the Zoom webinar platform, so please drop your questions into the Q&A, and we will get to as many of these as we can at the end of the session. It is my pleasure to introduce Ian Ross, Head of Civic with Placer AI, and Kevin Ching, Head of Advertising with Placer AI. Now I'll hand this over to Ian and Kevin. Thanks, Elsie, and good morning everyone or good afternoon depending on where you are. I'm in California where it's 11:00 a.m., so good morning. Thrilled to be here today, and thank you to everyone at TTRA for putting this together and rolling it out smoothly. I'm joined by my colleague Kevin Ching, who I'll introduce in a moment, and I'm sure I know some of you from past TTRA events, and we're looking forward to Burlington as well. We'll be there, so feel free to hook up with us there. For the purpose of today's conversation, I kind of wanted to pick up a little bit on where we left off in one of our prior discussions with Placer in the TTRA community. That was really understanding what you can leverage just based on understanding the trade area of your visitors. So what I'm going to do is very briefly, for those of you who aren't familiar with Placer, walk through probably a five-minute, literally probably, I'm going to go as quickly as I can, probably about a five-minute overview of what Placer is currently providing to a lot of TTRA professionals and how local DMOs and CVBs and government organizations are utilizing the data. Then I'm going to shift it over to Kevin to talk about some really, we're going to what we call spotlighting some pretty cool new features and new methods for leveraging this data to help you all reach your audience and prospective visitors in new ways. Right, and I'll get to that detail in a second. So let me just back up. So just by the way, for those of you who I haven't met yet, I'm Ian Ross. I lead Civic Strategy at Placer, and travel and tourism falls within our overall Civic moniker and our Civic vertical. And Kevin, who I'll share the screen with shortly, he's the head of both our advertising and our retail strategy, so we're pleased to join you. So okay, I'm going to move pretty quickly on what is Placer because I think many of you are users and some of you may not be. So Placer is a geolocation data company, and we provide insights for any place in the United States. Basically, the way that works is I'm going to hold up my mobile phone briefly. We have partnerships with lots of applications on mobile devices. So when people download the device, the application, and you know when you first turn on an app and it says, "Hey, can you let this happen to your location?" and it's like never, only when using the app, or always, that choice is provided to you. So for folks who opt in for always on the apps with which we partner, we collect the latitude and the longitude of the phone. That's the only data Placer ingests, right? So we don't know whose phone it is. I don't know if it's Elsie's phone or Kevin's phone or Ian's phone. We just see the latitude and the longitude. But because we can observe that latitude and longitude and the movement of the phone inside of our proprietary panel, we can extrapolate a wide range of insights about visitation to any location. And when I say any location, I mean it. Placer has geofenced the entire United States, so we have an unlimited ability to provide you access to look at any location. And then we are a privacy-first company. As I mentioned, it's only the latitude and longitude. We go to great lengths to ensure that no personally identifiable information is available. So all of the data we're going to show you today and even the use cases and the strategies that we're going to share today and anything you can do with Placer is in full compliance with all privacy rules and regulations. In fact, we go well beyond California and even the model. We don't collect any user identifiable information. So what the strategy Kevin's going to present to you in just a few minutes, it's all done without any MAIDs or anything that would tie a user to a phone. We're currently working with actually about 1,150 civic clients, and they use our data for everything from understanding their local economy and events and parks and recreation. But inside of the travel and tourism industry, your profession and your researchers are using the data to understand visits to any location, any location in the United States, any POI, any destination, any attraction, any hotel, where those visits are, visitors are coming from, so origin-destination, their journey, right? How they got there, which roads they take, and then when you know the home locations, we use a wide range of data sets to provide insights into the demographics, the psychographics, and even the consumer preferences. And this is key to today's discussion about your visitors. So for those of you who know, Placer actually grew up about five or six years ago when it went live. It was anchored in the retail real estate world, right? That's where it started, retail real estate, commercial real estate. And it was three years ago in 2021 that we built the civic and travel vertical. But because we have all of this amazing data around retail and real estate and commercial real estate that we built our travel and tourism product on, it creates enormous insights for you all in terms of what are the, who are the brands and the favorite stores and the chains and the buying habits of all of your visitors and your prospective visitors. And that's key to today's discussion. So what I'm going to do is since we're only a few minutes in, I'm going to change the share, the screen share, to actually give you a quick demo. I'm going to make it very, very quick to remind those of you who haven't seen before how Placer works. So now you should be able to see Placer. Can I get a quick confirmation? Yeah, thanks, Kevin. Cool. So by the way, I was in St. Louis for the TTRA event last June, 13th or 11th to 13th, and so I thought I'd zoom in on the Gateway Arch here. I just drew the POI, the point of interest. You can draw any shape you want. And what I'm going to do to show you how most travel and tourism researchers are using it is I'm going to change the date right away to instead of looking at the last 12 months or even going back to 2017, which is when our data starts, I'm just going to ISO for just that period of time that we were all in St. Louis together. Right, and just say, okay, so just those two days in June of last year, and I'm going to apply that to the Gateway Arch. Now, this isn't just the folks were the Four Seasons like we all were, but anybody who visited inside that shape that I drew. And as you can see, immediately we see, okay, we have 12,000, it's just in those two days. Right, but if I wanted to, if I were working tourism research, I might say, look, I'm really not looking for the residents, right? I'm, I want to isolate for my visitors and even more so I might want...

International annual conference this June in Burlington Vermont if you would like to register or want to learn more please visit tt.com and select the news and events tab welcome to today's webinar reach your audience at home and while they're on the go presented by our

TT partner Placer AI in this webinar you'll discover new techniques to reach your visitors while they're out doing what they like to do simultaneously learn the leverage the top qualities visitors associate with your destination to know and rank your trade area

discover your competitive visit share and build a geot targeted advertising program friendly reminder that we are using the zoom webinar platform so please drop your questions into the Q&A and we will get to as many of these as

we can at the end of the session it is my pleasure to introduce Ian Ross head of Civic with Placer Ai and Kevin Ching head of advertising with Placer AI now I'll hand this over to Ian and Kevin thanks Elsie and good morning

everyone or good afternoon depending on where you are I'm in California where it's 11:00 a.m. so good morning uh thrilled to be here today and thank you to everyone at TT for uh putting this together and um rolling it out smoothly

uh I'm joined by my colleague Kevin Ching who I'll introduce in a moment and uh I'm sure I know some of you from past TT events and we're looking forward to Burlington as well we'll be there um so

feel free to hook up with us there for the purpose of today's conversation I kind of wanted to pick up a little bit on where we left off in one of our our prior discussions with uh Placer in the

TT community that was uh really understanding what you can leverage just based on understanding the trade area of your visitors so what I'm going to do uh is very briefly for those of you who aren't familiar with Placer walk through

probably a five minute literally probably I'm going go as quickly as I can probably about a f minute overview of what Placer is currently uh uh providing to a lot of TT professionals and how local dmos and and cvbs and and

government organizations are are utilizing the data and then I'm going to shift it over to Kevin to talk about some really uh we're going to what we call spotlighting some pretty cool new features and new um methods for

leveraging this data to help you all reach your audience and perspective audience or prospective visitors uh in new ways right and I I'll get to that detail in a second so uh uh let me just back up so just by the way for those of

you who who I haven't met yet I'm me and Ross I lead Civic strategy at uh Placer and uh travel and tourism Falls within our overall Civic uh moniker and our Civic vertical and and Kevin who I'll I'll share um the screen with shortly

he's the head of both our advertising and our retail strategy so we're we're pleased to join you so okay uh I'm going to move pretty quickly on what is Placer because I think uh many of you are users

and and some of you um may not be but so Placer is a geolocation data company and we provide insights for any place in the United States and basically the way that works is I'm going to hold up my mobile

phone for briefly is we have Partnerships with uh lots of applications uh uh on mobile devices so when people download the device uh the application and you know when you first turn on an app and it says hey can you

let this happen to your location and it's like never only when using the app or always uh that that choice is provided to you so for folks who opt in for always on the apps with which we Partnerships uh we collect the latitude

and the longitude of the phone that's the only data Placer ingests right so we don't know whose phone it is I don't know if it's Elie's phone or Kevin's phone or Ian's phone um we just see the latitude and the longitude but because

we can observe that latitude and longitude and the movement of the phone inside of our proprietary panel we can extrapolate a wide range of insights about visitation to any location and when I say any location I I mean it uh

Placer has geofence the entire United States so we have an unlimited ability to provide you access to look at any location and then we are privacy first company as I mentioned it's only the latitude and longitude we go to Great

Lengths to ensure that no personally identifiable information is available so all of the data we're going to show you today and even the use cases and the uh the strategies that we're going to share today and anything you can do with

player is in full compliance with all privacy rules and regulations in fact we go well beyond California and even the model um and we don't collect any user identifi so what what e the strategy Kevin's going to present to you in just

a few minutes it's all done without uh any ma IDs or anything that would uh tie a user to a phone uh we're currently working with actually about 1150 Civic clients and they use our data for everything from understanding their

local economy and events and uh uh Parks and Recreation but inside of the travel and tourism industry uh your profession and your researchers uh are using the data to understand visits to any location any location in the United

States any POI any destination any attraction any hotel where those visits are uh visitors are coming from so origin destination their Journey right how they got there which roads they take and then when you know the home locations uh we use a wide range of data

sets to provide insights into the demographics the psychographics and even the consumer preferences and this is key to today's discussion about your visitors so for those of you who know um Placer actually grew up about five or six years ago when it went

live it was anchored in the retail real estate world right that's where it started retail real estate commercial real estate um and it was three years ago in 2021 that we built the the Civic and travel vertical but because we have

all of this amazing data around uh retail and real estate and Commercial Real Estate that we built our travel and tourism product on right you it creates enormous insights for you all in terms of what are the who are the

brands and the favorite stores and the chains and the buying habits of all of your your your visitors and your prospective visitors and that's key to today's discussion so what I'm going to do uh is since we're only a few minutes

in is I'm going to change the share uh the screen share to actually give you a quick demo uh it's I'm going to make it very very quick to remind for those of you who haven't seen before how Placer

works so now you should be able to see uh Placer can I get a quick confirmation uh that yeah thanks Kevin cool so by the way uh I was in St Louis for the TTR event last June 13th or 11th to 13th and

so I thought I'd zoom in on uh the Gateway Arch here I just drew the POI the point of interest you can draw any shape you want and what I'm going to do to show you how most travel and tourism

researchers are using it is I'm going to change the date right away to instead of looking at the last 12 months or even going back to 2017 which is when our data starts I'm just going to ISO for

just that period of time that we were all in St Louis together right and and just say okay so just those two days in June of last year and I'm GNA apply that to the Gateway Arch now this isn't just the folks were

the four seasons like we all were but anybody who visited inside that shape that I drew and as you can see uh uh immediately we see okay we have 12,000 it's just in those two days right but if

I wanted to if I were working tourism research I might say look I'm really not looking for the residence right I'm is I want to isolate for my visitors and even more so I might want to isolate for my

visitors whose home distance is more than say you know 50 miles so I'm really focusing just on my uh uh tourism uh targets here and then I'm going to click apply and go back so now for the visitors over

50 miles away not my residence I've got 10,000 visitors visits in those in that 48 hour period right and you can see the frequency and the average dwell time and this is this is how Placer works right we can show you everywhere else that

they went when they were in St Louis and then based on the home locations we pull all the demographic data and forgive me I'm moving quickly because I know you're all familiar with how to use geolocation data and we do want to get to Kevin's uh

part of this presentation so the the the demographic data we can show you where else they visited while they were in town we show you prior and post uh so the people who uh 15% of the people who

went to the Gateway Arch District that I drew that point of interest that I drew were at the Hyatt Regency immediately prior or they were at the riverfront or the downtown heliport that's interesting and where they went immediately

afterwards the routes they took to get there their hourly visits which is used by a lot of Travel Tours and professionals to help local restaurants and entertainment venues uh I uh uh optimize for St cing and when they do

their events is to know when people are there and how long people spend there and once you know how many people are there uh the next big step is to show their visitor origin right their location and you can see here's the

national map of the home locations of the devices that were in that POI during that 24-hour period I am one of them because I was at the TTR event so I'm coming here from the Bay Area we also

show that by ZIP code right so if you wanted to see home location ZIP codes for The Visitors to that area uh to that Geo uh shape the Gateway Arch that I drew here are your ZIP codes and they're

listed by number of visits right we can show year-over-year trend lines etc etc uh and the average distance and then the last piece that I'll share which gets into and is a good handoff to to Kevin is the way our visitor Journey works and

because we are we have the entire United States geofence we were able to show you the favorite places of of the people who come and visit you both nationally at a chain level which stores they tend to frequent right for any category right

the visitors to that Gateway Arch if I were just interested in their chain dining right I could see that they tend to frequent McDonald's Chick-fil-A Taco Bell Sonic Etc but locally if I wanted to see what sorts of places they visited

in the dining you know what sort of restaurants you could see they went to archview Cafe Ted Drew forgive me if I mispronounce that papy smok house I went to papy smok house uh the IHOP chilies so having the ability to know where your

visitors frequent by category combined with the demographic and psychographic data about who they are cracks open this really interesting excuse me one more point and the routes they took remember I showed you the routes they took cracks open this really

interesting opportunity for how to uh create uh advertising and marketing strategies in whole new ways and with that I'm going to turn it over to Kevin uh who's going to sort of take it away on today's feature uh around new

strategies for Billboards and and in Store retail all right thank you Ian let me just pull this up and here we go yeah uh thanks Ian so my name's Kevin Shing um I lead our advertising and uh retail vertical here

player um as my most of my background has been in product management um with a focus on big date and advertising I'd say the last 15 years I spent um really working on Omni Channel and sort of you

know taking all of this digital information that's out there and helping advertisers be able to use this information and Target the right audiences and at the right time and things like that you know I think over my uh tenure I have been able to focus

with a lot of you know tourism boards and so you know there's a lot of audiences right what are the digital signals that show somebody is in market for a vacation or you know we analyze um visitor origin right we look at you know

an event and we look at where the folks are coming from and then we put advertising um in those markets but what I'm here to talk about today um are maybe two um advertising channels that you may not consider may not come first

to mind um but I really think you should I think there's two reasons right number one is that there is probably more data uh on these customers and people who get exposed to this advertising that you may think and so we'll certainly go through

uh placers experience on on how you can research and understand who those demographics are and those consumer preferences that Ian was talking about um but number two you know I think it's really important to have a holistic advertising um strategy that that that

that touches people you know in a lot of different ways right like there's there's an advantage or there's um some complimentary incremental value of being able to get your ads outside of a digital platform when people are looking

at their phones or their screens or you know fast forwarding through commercials on TV and so being able to you know be in an environment where people are on the go right these are their local neighborhoods these are the areas where

people are self- choosing to be and so just having that familiarity um build some of that Affinity with your brand as they uh sort of going about their their daily lives right so that's really what um today's presentation

about is sort of the data that's available uh in this so as part of my um example here what I'm going to do is I'm going to use this um American Sentry Championship golf tournament as our use case um this is a celebrity tournament

that's hosted here uh well I'm in the bay but up locally here in South Lake Tahoe uh it's run every July you know I'm a sports fan so a lot of the people you know that that all watch it on TV is

you know you got Charles Barkley is always good for a laugh you got the Manning brothers who've been here a couple years um Aaron roders will come out you know probably do a uh controversial statement or two um but

you know there's there's there's other celebrities and movie stars uh TV stars that come I think Ray Romano has won it a couple times but it's a good tournament last year uh a lot of drama in addition to Steph Curry you know

local Bay Area favorite here um who hit not only hit a hole in one but I read that he actually won the whole tournament on Sunday uh on the 18th Pole right so good stuff um sort of all

around and that's the uh that's that that's the use case we'll use here so when we just look at the metrics um by the way we're looking at some charts that I pulled from um the Placer platform you know Ian did

a great job giv a brief overview um you know as you can imagine being able to just select a property uh and at your fingertips being able to get a ton of information so last year this tournament was July 12th through July 16th um so

you can see you know great participation there right almost 5 to 6X uh the amount of visits that you usually get even over weekends even compared to like Fourth of July weekend things like that so really good event in terms of uh drawing people

there um over on the right we're looking at demographics right so placers being able to understand sort of that home neighborhood of the people that go uh to any place in this case the golf course um you know what I like about this is

you can see those three segments that are over indexing great disposable income right booming uh those Boomers a lot of confidence because you know they're they're sort of on the wealthier side your power elite even those flourishing families right uh and then

you're even touching into some of that singles life with the young City solos so a lot of uh disposable uh income coming up into the local economy there great for that South uh Lake Tahoe region and then also you know you saw

Ian filter on the uh Arch whereas uh people who live more than 50 miles away what we're looking at here is we had you know over 60% of the people that attended this uh golf tournament lived more than 100 miles away with nearly 40%

um living over 250 mil away so you know great for getting you know filling some of those occupancy rates um again putting more money into that local economy okay so great metrics there heat Maps like what I said earlier

you know I think you know a lot of us start or do a lot of uh advertising um in digital and so you know taking this type of information I think is is is you know it's kind of our sweet spot right

we can understand where people are coming from you can see that this despite being you know a celebrity tournament um that draws athletes and stars from across the United States still somewhat of a localized thing you know big presence in California the Bay

Area Southern California um and then your larger pockets are you know cities that are more on the west coast right um and then you know being able to take something like this it's pretty easy to be able to devise a media plan where you

know you're probably going to buy TV and Bay are and and and and the LA markets you know maybe in Phoenix you're certainly going to get your digital advertising you know hopefully folks are used to um Placer and being able to and

other providers as well but you know being able to look at what are the home zip codes for the people that travel to the event so that you can really focus uh in on those and use some of the

digital tools that will focus it and you know when I was just looking at the uh visitor map here I I see this sort of like bootl looking uh ZIP code here in the Bay Area uh one of the you know one

of the zip codes responsible for the most amount of visitors up to that Tahoe region right so just being able to do that I think a lot of us can do this and take that uh and put it into those

digital and maybe TV social social campaigns for sure but what I want to talk about today are two um you know medium media channels that you may not be thinking about one is certainly on the new side right in Store retail media

um this is the ability to get ads inside Stores um and again like you know as you're going out looking for a driver as you are you know out um you know buying your groceries at Whole Foods or

something right being able to you know catch a a beautiful display right um some of the Volta charging stations I don't know if people seen those those are like beautiful displays right and so being able to really catch people's

attention in this new media um as they're out and about shopping and then the other one you know a little bit more old school yet there's a lot more data that's coming into the billboard side and so I'll sort of di Deep dive into

both of these but at the end of the day you know you have media dollars you need to decide how to spend it more eff uh more efficiently the most effectively and so you're going to want to know

these things right like how many people are actually seeing this ad in this store how many people are driving by that billboard who are the people that drive by the billboard it's not just where is the Billboard and give me the

demographics of the ZIP code uh of where the billboard is but you actually want to find the people who are passing by um the billboard and and do things like that right and so having that type of data is going to help you align are

these the people that go in that go to this Tahoe tournament are these the type of people that my tournament draws and ultimately you know you're going to have a lot of choice between all these different screens all these different

retail media networks all these different Billboards you're going to have to choose and well I'm going to show you today how the information is there to help you make those decisions okay so that's what uh the bulk of

today's Deep dive is going to be so first we'll start on retail media networks you know just interesting fact I I don't know you know for all the advertiser uh marketing folks in the audience here you know I know you're

hearing a lot about retail media networks I was just doing a little research CU every time I look it looks like the numbers going up but you know in the US retail media networks are like 15% of all us advertising spend in

general right so you take um all of billboard out home take all the double of uh uh Direct Mail you double it and that's what retail media networks are right so it's this really fast growing um fast-paced uh media environment it's and

I said 15% of total spend and it's already 20% of digital spend right and I think the reason is like what is it right so what is retail media a lot of it is being associated with to go to

walmart.com doc right walmart.com or dicksporting goods.com you make a purchase or you sort of browse something you make a purchase great you see ads up on the docs but what's happening more and more or retailer are putting ads and

digital displays inside their stores they realize uh there's there's value to it it it helps the consumer experience and from an advertising experience uh that reach right how there are still more people who go to Walmart than go to

walmart.com still more people that go into a Dick Sporting Good than dick sportinggoods.com right so that's sort of why retail media networks are really important what we're talking about here in store and just you know you've got a

couple couple examples here um I think my point here is that there are so many different networks out there that are really getting specialized right and so in the same way that you can buy golf.com you can buy Dick Sporting Goods

retail media networks there right if you're looking for that Fitness folks you know Planet Fitness um there's a company called atmosphere TV that's putting um a lot of displays inside gyms inside bars inside sports bars those types of things so being able to reach

those audiences and then tried and true right Whole Foods uh great um audience fit demographic fit for this particular um tournament right so that's what that is so I'll go through quickly on this but you know as e as Ian was mentioning

you know being able to go into placers so this is an example of our dashboard again you can see I just am focusing in on the San Francisco dma and I'm looking at three retail media networks right you

got Whole Foods you got dicks uh and then you got Planet Fitness and so you know you now you got to sort of evaluate right you can see Whole Foods uh you know obviously with the number of people

that go there on a regular basis over the last year uh you're going to get a lot more visits um I opportunities to see you know dicks is a little bit less Planet Fitness um in the middle there um

but really you know just getting eyeballs um is not the only thing now you want to make sure that you've got that demographic and that consumer preference fit right so let's take a little bit of a look at this what we're

looking at here is a deeper dive into one of the top audience segments that go to Dick Sporting Goods okay um this is a partner of ours that you can get within the within the uh UI it's called spatial

they have a audience segmentation scheme called Persona live the backbone of this is understanding you know from a geography point of view right so for this sensus block or for this ZIP code what are the public geotagged social

activity right so not in the same way that Ian was talking about we don't have any Maids we don't have any pii we don't know actual devices but if you're sort of just looking at the signal that's being put out with uh geolocation with

lat long tags you're able to say oh this area you know what are the followers that uh people in this area are hashtagging about right you can look at that brand influence what what are the influencers uh that they're following uh

the brands are here brand influence right are they more into you know Titleist or um under AR right so just being able to understand all of these preferences and these brand affinities of um people who shop at Dick Sporting

Goods um and be able to get all the different looks at it right so being able you can just look like Athleta is one of their favorite Brands right there's a sports things over here that Bakery is Wolf Gang Puck uh that's

actually the paper store so it's it just over indexes you can see this is a really sort of like that thoughtful caring um crowd and then you've got the the restaurants I don't know it's coincidence Tokyo Joe's but you know

pokey uh bowls are are a big favor of mine and I've been doing a lot of research on them and and just it's funny that they showed up there I I couldn't have predicted that um so that's a way

of being able to look at retail media networks understand you know not only their uh trade area and their fit to make sure that's relevant for your brand but also you can start getting a deeper dive into the type of people that are

going to these stores that are being supposed to and make your decisions there okay all right just a couple more uh before we get to the discussion so uh the next section here is I wanted to talk about out of home Billboards you

know I'd say that um you know one thing that's happening that I see a lot is sort of the digitalization of billboards you know here we've got an example but you know if anybody who's been to Vegas recently

uh there's that beautiful curved uh billboard that's just right outside the ARA uh on the strip and you know I think I've heard that you during certain events that billboard um surpasses a lot of the Billboards and even in Time

Square um for cost right just or the the value of it because um you know it's such this beautiful display um it's right there Vegas is on fire you can't go there uh on and any given weekend without there being five or six amazing

events um and so you know that there's this sort of digitalization of of the atat home uh space but you know I think it's more than just paying for a fancy piece of real estate it's really about you know

how do you make uh decisions and how do you make um by the right boards and so just a couple more slides here what we've got here are some random Billboards that we have here in the place or platform you can see over on

the left there's this thing called traffic pins so in the same way that you can come into Placer and put in a property and get all the information about it or you can put in a chain and get all the information about it or put

in you know a city and get all the information about it you can also put in these traffic pins which are code words for Billboards and be able to do the research on that right so this is um I

think fairly unique to Placer like Google Maps we are uh understanding that people you know when they're on on a road we understand you know where they're sort of like going from point A to point B and therefore we can

understand if they pass the bellboard we pass it on the on the way that the Billboard's passing um and things like that so really accurate uh impression counts and and demographics so you know I I chose a couple right let's choose some random

Billboards you know the ones that jump out at me are this basore Boulevard uh one here 50 million impressions over the course of the year you know it's this is a billboard that's up on the 101 as you

go uh back and forth between San Francisco and the airport gets a ton of traffic all the people that live in the Bay Area driving down to Sunny uh you know Silicon Valley are going to pass that so you know you may think that

that's a great one just in terms of Impressions you probably pay for it right contrast that with something like the Danville one significantly Less in the East Bay um and and a little bit more you know suburbs right so just

being able to understand and and compare all of these board side by side you can also do that um on on on demographic so I've just honed in on these two we could have done it for all of them you know

you start looking at the demographics you got that power elite you got that booming with confidence you know less so on the flourishing family in the young City solos um and so you know more indexes on you know two of the three and

of the top ones and then this one sort of had that one and a half right so if we're just doing a comparison but I think the thing that stood out to me is when I started looking at um the home

you know the home locations of the people that pass the different Billboards what you can actually find is this boot-shaped you know Italy zip code again uh that really indexes high on the Danville one and so you know if I was

sort of making a media decision given uh the pricing um side by sides given um the the the really strong demographic correlation as well as this overlap of one of the top zip codes uh driving traffic to the golf event you know this

is a way of sort of like you know in my eyes uh the sort of scales tip there right so that's just an example of how we've looked at um Billboards getting the different types of information you can get on it a l make sure it aligns

with your vent we do the same thing with the instore uh Retail Me media Network so just to sum it up here before we uh open it up for questions you know consider insor retail median Billboards you know

I think three top reasons for me would sort of be that incremental reach right so that incremental reach beyond what you're getting in digital the there's certainly no uh data um there's no data Gap here there's no data void right these are new and and

and sort of more traditional um channels but as I've SE as I've shown know um at least Placer is going to give you a lot of information that you can use to make those decisions so that you're buying

the right inventory and lastly you know I think that it it just you know can't go un said that as people are self- choosing and as they are you know going about their daily daily lives um you know there's a bit of familiarity and

with that familiarity uh comes Affinity right so being able to put these ads in the places where people are spending their weekends spending uh their own time um you know just there's that affinity and familiarity with the brand

which is something that you want to create so uh that's it here I think the idea now is we will open it up for questions yeah thanks Kevin that was I really appreciated um I always enjoy your presentations yeah so the the key

takeaways that we wanted to share with everyone um you know in this this little uh feature Spotlight is the ability to leverage the home locations leveraging home Zips um visitor Origins to understand not only the demographics that we're all accustomed to pulling

from those data points but actually how to meet your prospect where they are um whether it's one one of the few things we didn't get to show and then I I'd love to take some questions you know in the presentation I gave looking

at the Gateway Arch I isolated for visitors with a home address uh greater than 50 miles if you're doing local work and you're thinking about local visitors you can or candidly actually if you're doing National thinking about National

targeting as well you can use player to isolate not only for visitors but you could look at um employees uh of a given location to understand their or or or or to understand uh where people work right so if you want to meet them as part of

their work day knowing their work locations is just as powerful as knowing their home locations right it's been if you're thinking about Billboards and commute routes so there's a bunch of different ways of slicing that geolocation data to help you with your

uh sort of marketing and targeting um there was a question that came in earlier about the panel I think it was Alexander uh um asked about whether each visit is an direct observation uh so the answer is no what we have is proprietary

panel of observations so we have a panel of direct observations and the panel is is actually shown to you um uh for any point of interest in the country you'll see the number of panel visits those are direct observations where we have the

signal uh and then we extrapolate from that leveraging algorithms that do all sorts of debiasing and and and machine learning based on similar types of locations and and situations to put forth the visitor number and then that visitor number is ground truth with a

lot of our partners we have a lot of Retail Partners grocery Partners people with door counters and everything else so we're constantly uh improving the way that those algorithms um the accuracy of those algorithms um so Evan Saunders ask a question about the

Gateway Arts yeah so 1500 um at the high and then the the Hort yeah the Hort is actually part of the airport so those numbers are the the prior post he's talking about the spider graph that we call uh the prior post so people coming

from the airport out on Lambert and then um yeah and from the Hyatt and then um Anonymous attendee do you get your data from Life 360 so I I can post into the QA um a link to our website that

describes where all of our data comes from the sources and privacy um I'll just capture it here and I'll post it right in I'll answer the question live oh that's what that means I can post ah hang on let me go back and type

the answer that's what I'll do so yeah I just sent the to the anonymous attendee who asked that question I just sent you the link to our web page where uh that described our data and there's actually an FAQ which actually has if you want to

get like if you want to drill down but if you wanted to see the sort of um you know the sort of portfolio of apps or the types of apps we partner with and and the coverage of those apps and socio

economics that's all described on that page um any questions for Kevin about uh either the re I'm curious are are there any folks on the call who you whether you want to unmute or even use the QA who are doing in store media buys and

share a little bit about how you're doing uh the research or is this something that the TTR professionals aren't yet doing or the dmos aren't yet doing be super interested to hear any of your stories about that um so feel free to unmute if if you want

to do that in the meantime I'll address Allison's question any upcoming Placer webinars or resources to dive more into studying traffic pins for outdoor advertising interested in overall marketing information but also large event studies uh MLS Cup that's funny

you should mention we did something similar for an NBA playoffs with a a client recently uh concerts yeah Allison I would suggest so I don't know Kevin is there is there an upcoming webinar on the the the your advertising strategy

around Billboards that you know of we don't have anything planned now but um you know certainly sounds like there might be interest so that'd be a good thing for us to think about yeah Allison uh oh you're with Explorer Lawrence yeah

happy to chat with you if you know you want to send me a quick email um and then I can connect you with the right person to talk about that happy to do it um you also for those of you who are gon

to be in Burlington um I will not be there uh and I'm sorry to miss it to be honest I love Burlington Vermont I lived there in 1993 for a minute um but I can't make it because I'm somewhere else I have a

conflict but we will be there the team will be there so if you wanted to talk about traffic pins or just come over our booth and drop one on a road that you like we can show you all the

data for it um other yeah I'll take that next one I guess right so Anonymous do you need to cross reference available Billboards and then create a POI for each billboard see if days is there um yeah so the answer

to that is sort of um multifold so number one is that Placer has um you know some default Billboards that are in that are in our uh you know database already and so those are there but what a lot of customers will do is they will

get the RFP from the media companies right so you'll put out saying Hey I want to run a billboard for such and such event you'll get the responses back usually in a spreadsheet and then what you know if you're a Placer customer you

will just upload that spreadsheet uh into our support and then a couple days later you will be able to research um those Billboards right that way so some boards are there if they're not then it's really easy to upload a spreadsheet

usually the ones that you get directly from uh the media owners and then you can look at them in the platform that way I'll the next one uh thanks for the feedback you know Ian put out a question

oh sorry I think I'm not getting pinged go ahead okay there was a Sur we got one survey response around uh this particular DMO not using retail media but definitely sees um some answers so the question is like you know where do

you start um so the where the place to start there's a couple different places um if you are doing programmatic buying or if your agency is doing programmatic buying a lot of the uh insor retail media is going to be available on Vistar

media so that's the Vistar exchange that's where a lot of it is going um there are large um retail media networks that are on the trade desk so if you think about like the Walmart retail media Network um the uh the Best Buy one

Macy's and some of the L larger ones Target they're going to be available on the trade desk uh and then some of the the more Niche ones like you know there's atmosphere TV there's um Encompass there's grocery TV there's a

bunch of those smaller ones um you know you can either research them or if you want to just reach out to us we can certainly put you in contact with a lot of the companies that we work with and

that we know about yeah I mean you know honestly like I I I think I've been to for the last three years I've been all the TTR events and Di events and ipw well that wouldn't really be where I'd

see it um and I hadn't I don't think I've seen any session on on inore retail even on the agendas I mean I maybe I might missed it but I certainly I I I think it would have been of interest to

me I would have caught it but I haven't seen it so that's why we thought this would be a good place to to share it and if there is interest in this um you know we'll hear from TT uh maybe we do a

session at an upcoming TT event you know and Kevin can can actually sort of go through the step by steps for how dmos uh can start to think about this as an opportunity for go forward you know we could probably do sort of like a

working session on on how to understand um how to put this type of a strategy in place and we'll talk to TT about that um okay I think we we have a few more minutes any other questions I think

something just came in for maybe for you Kevin we love to hear about this at di so yeah so we'll be at di in Tampa um Allison at Explorer yeah we'll be at di in Tampa so I'll see you there uh I I I

certainly can't do it as a session but we'll have a booth there feel free to come and find me I'll be there I mean who wouldn't want to go to Tamp in July no I'm just kidding I live in the cold

foggy Bay Area so I'm already fearing the heat but uh we'll be there and happy to talk to you about it um I think someone raised their hand at the I saw that too but I don't see it any

longer yeah yeah I mean this is it's a cool you know I I what I like about like about this so much is it is like a foil for I mean look we're we're a company that is grounded in in the physical

world right and what I like so much about this is when when Kevin I think you said 15 or 20% of spend you know it's such a good foil for the story which is like we just need to be in Tik

Tok and we need to be in Instagram we need to like that's where we need to burn everything um or Facebook or even Google because it's it's at least from our perspective at place or you know understanding movement in the physical

world understanding which stores to be in feels like kind of the future plan a little bit you know at least a a percentage of your marketing needs to be there you know um and then it's such a good fit right I mean it's it's just

like if they're there by choice that you know it just makes so much sense so I'm really thrilled that Kevin has been pursuing this and yeah what I'll add is that the the displays are beautiful I mean um I don't know if anybody has seen

one of those their their cooler screens um but you go there's some stores where you get on the cooler you know it could be like 20 degrees outside but you're going to want that ice cold Coke because it's just like there's these beautiful

digital images so um they're they're really in they're they're because it's a new offering they're really making sure that that experience um is is powerful it's funny I was at T I was in Vegas a bunch of us were last week for icsc a

big retail trade show and when I was flying out of Vegas back to Oakland we flew uh somewhat over the sphere um and the exoskeleton of the sphere is itself a display right not just the interior where everybody I think was like the

Grateful Dead shows the prior nights because you saw them like zombies all over the hotel but uh uh and I was thinking about the fact that everybody who flies into Vegas that that's the first billboard they see is like the EXO

uh uh display on the sphere because I I took a couple photos of they had like googly eyes on it it was really cool so yeah and then I thought of this webinar I was like wow that's the first thing I

saw that would be a great place for an ad for everybody flying in um yeah uh oh okay Alison yeah Alison I'm I'm happy to reach out to you and connect with you in Tampa um in fact we're gonna be hosting drinks in Tampa

so if there are F by the way you managed to stay this long hey uh we are going to be in Tampa at di uh and I think Tuesday is a big opening night right so Wednesday hit me up uh ian. Ross here

let me put on the screen ian. Ross placer.ai uh because we're gonna host a drink like like a happy hour on a I think at the hotel rooftop Rooftop Bar and if you want an invitation um hit me up and I'll send

you one let me get our let me share my screen really quickly see you I how to do that and I'd love to to chat about just this uh while we're there so yeah if you're to be in Tampa this is like a

last second plug um and you like a couple of drinks on Placer send an email to me in Ross at placer.ai and I'll send you an invitation um to join our little Rooftop Bar Kevin maybe I should drag

you to uh across the country in a couple weeks you want to talk about this in at di hey Island the Bay Area too it's cold over here as well all right if you want to do it when you email me for a ticket to our

our drinks uh let me know if you want Kevin to attend and and talk to about retail networks and Retail media and I'll I'll bring in the Tampa I'm serious um the ttrs are great shows it's like just really good conversation Kevin with

like it just it's like it's like no other show it's just a very casual um an informative discussion with a bunch of people who really like data you'll love it um so with that let's see are there any other questions coming in that that

I'd missed looks good so Elsie uh I feel like we've we've uh done what we set out to do and uh if there are some closing remarks from TT I'll just take a moment to thank you all at

TT uh for putting this together doing the Outreach uh letting everybody know what's happening and then of course I'm G to sh thank my colleague Kevin for coming on and and talking about the retail and billboards as uh you know the

next Frontier well thank you both so much this was fantastic I love that we've made plans for the future um and I would like to thank everyone who has attended if you have any further questions you're always welcome to reach out TT members

will receive free access to this recording in the coming days non-members are able to purchase this recording for $30 thank you all again and have a wonderful day thanks all thank you all